BUS 280: FUNDAMENTALS OF BUSINESS RESEARCH

METHODS

By Hawa Petro Tundui (PhD)

[email protected]
0754825860 or 0712779859
 LEARNING OUTCOMES
• To be formulate business research topics
• Develop and formulate business research
proposals.
• Undertake research activities by using
appropriate techniques
• Analyse data using computer software, prepare
research reports and disseminate the information
to stakeholders
 REQUIRED READINGS
• Kothari, C. R. (2004). “Research Methodology;
Methods and Techniques”, 2nd edition, New Delhi
Age Internal (P) Ltd, New Delhi
• Malhorta, N. K. (2007). Marketing Research: An
Applied Orientation (6th ed.) Pearson’s Prentice Hall,
New Delhi.
 Evaluation
• Course Work
– Group Assignment (10%)
– Individual Assignment (10%)
– Test 1 (15%)
– Test 2 (15%)
– TOTAL CW – 50%

• Final Exam – 50%, Pass mark 20 out of 50.

 Evaluation
• Discussion and Presentations per week …5%
• Group assignment (5%) will be done in groups
• Individual assignment (10%) will be given in the 4th
Week
• Deadline for Assignment: 7th Week
• Test 1 (15%) will be done in the 7th week
• Test 2 (15%) will be done in the 10th week
 Today’s Plan
• What is a Business Research?
• Importance of a Business Research
• Factors for Conducting Business Research
• Types of Research
• Formulating Research topic, Problem statement and
Research Objectives
• Discussion questions
 Research
• Research is increasing our understanding of the
world by:
- creating or discovering new knowledge
- verifying/refining existing knowledge
- or, adding new knowledge to existing
knowledge.
• The important first step is to question something
that you have always taken for granted
 What is Business Research
• Research is the process of finding solutions to a
problem after a thorough study and analysis of the
situational factors
• Business research is defined as the systematic and
objective process of generating information for aid
in making business decisions
• Systematic and Objectivity are its distinguishing
features of Business Research, which is important
tool for managers and decision-makers in corporate
and non-corporate organizations
 The role of Business Research
• Research provides the needed information that
guides managers to make informed decisions to
successfully deal with problems.
• Business research methods are used in situations of
uncertainty, that is, when decision-makers face two
or more courses of action and seek to select the
best possible alternative under the circumstances.
• Business Research is hence aimed at which, in turn,
benefits the organization and helps improving the
quality of decision-making to ensure its continuity
and efficiency.
Importance of Business Research
Used to identify and define
business opportunities and
problems

Generate, refine, and evaluate

organization performance

Monitor business performance

10
 Factors Influencing Business
Research Decisions
• Relevance
• Type and Nature of Information Sought
– Operational vs. Strategic decisions
• Timing
• Availability of Resources (Financial)
• Cost-benefit Analysis
Value and Costs of Undertaking Business Research
VALUE
COSTS

Decreased Uncertainty Research Costs

Higher Likelihood of Delay in Making
Correct Decisions Business Decisions
Better Business Disclosure of
performance Information to Rivals
Higher Profits Possibility of Error
Better Reputation
 Types of Research
• Basic Research
• Applied Research
 Basic Research
• Is to generate a body of knowledge by trying to
comprehend how certain problems that occur in
organizations can be solved.
• Attempts to expand the limits of knowledge.
• Not directly involved in the solution to a pragmatic
problem
• The findings of such research contribute to the
building of knowledge in the various functional
areas of business.
 Applied Research
• Is to solve a current problem faced by the manager
in the work setting, demanding a timely solution.
• Conducted when a decision must be made about a
specific real-life problem
 Research Approaches
• Quantitative
• Qualitative
 Quantitative research
• Quantitative research is ‘Explaining phenomena by
collecting numerical data that are analysed using
mathematically based methods (in particular
statistics)
• It usually involves collecting and converting data
into numerical form so that statistical calculations
can be made and conclusions drawn.
• Researchers will have one or more hypotheses.
 Quantitative…..
• Data is collected by various means following a strict
procedure and prepared for statistical analysis
• Objectivity is very important in quantitative
research
• Consequently, researchers take great care to avoid
their own presence, behaviour or attitude affecting
the results
• The analysis enables the researchers to determine
to what extent there is a relationship between two
or more variables.
 Qualitative research
• Qualitative research is the approach usually associated
with the social constructivist paradigm which
emphasizes the socially constructed nature of reality.
• It is about recording, analyzing and attempting to
uncover the deeper meaning and significance of
human behaviour and experience, including
contradictory beliefs, behaviors and emotions.
• Researchers are interested in gaining a rich and
complex understanding of people’s experience and not
in obtaining information which can be generalized to
other larger groups.
 Qualitative……
• The approach to data collection and analysis is
methodical but allows for greater flexibility than in
quantitative research.
• Data is collected in textual form on the basis of
observation and interaction with the participants
e.g. through participant observation, in-depth
interviews and focus groups.
• It is not converted into numerical form and is not
statistically analyzed
 DISCUSSION QUESTIONS
• By using a practical examples, differentiate
between:
– Basic Research and Applied Research
– Quantitative and Qualitative Research
Business Research Process
 Stages of the Research Process
Problem formulation Discovery and
and Definition Definition

Research and so on
Design Conclusions and
Report

Sampling
Data Processing
and Analysis
Data
Gathering
PROBLEM FORMULATION

(for basic research)

 Research Topic
• Research Topic: The broad general area expected to
investigate.
• It is a broad idea or concept from which many
problems may be delineated.
• Research Problem: A situation or circumstance that
requires a solution to be described, explained, or
predicted.
• It is an unsatisfactory situation that wants you to
confront.
 Research Problem
• If there is a knowledge gap in an area that need to
be investigated, the research problem identifies this
gap.
• Where as the research topic is simply a broad area
of interest, the research problem identifies what is
problematic about that topic.
• Research Problem Statement: A statement specifies
exactly what is being studied
 Important Steps in formulating research
topics
1. Identifying the attributes of a good research topic
2. Generating ideas that help you select a suitable
topic
3. Turning ideas into clear research questions and
objectives
 1. Attributes of a good research topic
• Capability: is it feasible?
– Are you fascinated by the topic?
– Can you complete the project in the time
available?
– Will the research still be current when you finish?
– Do you have sufficient financial and other
resources?
– Will you be able to gain access to data?
 1. Attributes……
• Appropriateness: is it worthwhile?
• Does the topic contain issues with clear links to
theory?
• Will the proposed research provide new
insights into the topic?
• Does the research topic match your career
goals?
 2. How to generate research Ideas
Rational thinking technique:
• Looking at past projects/research reports
• Discussion with other people
• Searching the literature
Creative thinking technique:
• Keeping a notebook of ideas
• Exploring personal preferences using past research
reports
• Brainstorming
 Looking at past research titles
• Research Reports and Theses;
• Scan university’s list of past research titles
• Scanning actual research reports.
 Discussion with other people
• Colleagues, friends, university Lecturers,
Practitioners and Professional groups
 Searching the literature
• As part of your discussions, relevant literature may also be
suggested.
• Types of literature that are of particular use for generating
research ideas:
• Articles in academic and professional journals;
• Research Reports; books
 Scanning the media
• Keeping up to date with items in the news can
be a very rich source of ideas
– TVs
– News Papers
– Radios
 Keeping a notebook of ideas
• One of the more creative techniques that we all
use is to keep a notebook of ideas.
• All this involves is simply noting down any
interesting research ideas as you think of them
and, of equal importance, what sparked off your
thought.
• You can then pursue the idea using more rational
thinking technique later.
 Brainstorming
• Define your problem –the sorts of ideas you are interested in – as
precisely as possible.
• Ask for suggestions, relating to the problem
• Record all suggestions, observing the following rules:
– No suggestion should be criticized or evaluated in any
way before all ideas have been considered;
– All suggestions, however wild, should be recorded and
considered
– As many suggestions as possible should be recorded.
• Review all the suggestions and explore what is meant by each.
• Analyze the list of suggestions and decide which appeal to you most
as research ideas and why.
 3. Refining research ideas

• Using the Delphi Technique

• Conducting a preliminary study
(exploratory research)
• Refining topics given to you by your
organisation
 The Delphi technique
• This involves using a group of people who are either
involved or interested in the research idea to generate and
choose a more specific research idea. you need:
• To brief the members of the group about the research
idea;
• At the end of the briefing to encourage group members to
seek clarification and more information as appropriate;
 Examples of research Topics
• The effects of Advertising on firm performance
• Determinants of Consumer buying behavior in Supermarkets.
• The effects of women occupational status on food buying
behaviour
• Improving labour market performance in Tanzania: The role of
family and friendship support networks
• Financial Performance within Management Accounting and
Strategy
• The role of logistics in developing regional clusters and economic
activity
• The emergence, importance and practice of integrating marketing
communications within SMEs
• Strategic management practices in the local authorities in Tanzania
 Home Work
• Read Chapter 1 in Kothari
• Formulate three research topics that are interesting
to you
• Indicate whether the topic will be qualitative or
quantitative research
 What has been covered..
• Business research defined
• Importance of business research
• Factors influencing business research decisions
• Types of Research
• Problem formulation
– Formulation of a topic and research problem
 Today’s Session
• Formulation of Statement of the problem
• Literature review
• Referencing
 Statement of the Problem
• A persuasive problem statement consists of three
parts:
– the ideal situation,
– the reality (current situation), and
– Why you need to do a research.
• Well constructed problem statements will convince your audience
that the problem is real and worth having you to investigate.
• Your strategy is to
– place the ideal scenario next to the situation as it exists,
– emphasize the consequences of ignoring or addressing
the problem.
 Statement of the Problem
• Connect ideal statement and the reality by using
a term such as "but," "however,“
"Unfortunately," or "in spite of
• Examples:
 Example of statement of the problem (1)
PART A (IDEAL SITUATION)
• According to the XY university mission statement,
the university seeks to provide students with a safe,
healthy learning environment. Dormitories are one
important aspect of that learning environment,
since 55% of XY students live in campus dorms and
most of these students spend a significant amount
of time working in their dorm rooms.
 Problem statement…..
• Part B. (reality – current situation)
• However, Students living in dorms A B C, and D
currently do not have air conditioning units, and
during the hot seasons, it is common for room
temperatures to exceed 40 degree C. Many students
report that they are unable to do homework in their
dorm rooms. Others report problems sleeping
because of the humidity and temperature. The
rooms are not only unhealthy, but they inhibit
student productivity and academic achievement.
 Problem statement…..
• Part C. (What needs to be done)
• In response to this problem, our study proposes to
investigate several options for making the dorms more
hospitable. We plan to carry out an all inclusive
participatory investigation into options for purchasing air
conditioners (university-funded; student-subsidized) and
different types of air conditioning systems. We will also
consider less expensive ways to mitigate some or all of the
problems noted above (such as creating climate-controlled
dorm lounges and equipping them with better study areas
and computing space).
 Example 2…..
• In order to accomplish their missions public universities
need motivated workforces. There are however
frequent and severe disciplinary actions, absenteeism
as well as various forms of unrests in public universities
which affect the accomplishment of the set missions.
Our preliminary investigation reveals that both non-
management and management staff are not
adequately motivated. Without effective motivational
packages and procedures the said vices are likely to
continue and retard the achievement of the universities
missions. Need arises to examine the public universities
motivation systems and procedures hence this
proposed research
 Goals and Objectives
• Goals are not the same as Objectives
• The goal (aim) and objectives must be stated at
the very beginning of the study, since they will
guide the researcher during the process of
formulating research questions and hypothesis.
• They will enable the reader or consumer of the
work to judge whether the researcher had
achieved these objectives or not.
•
 Goals and Objectives
• GOAL: describes the aim of the work in broad
terms
• Objectives: These are more specific
explanations of a goal/aim of research
 Research Objectives
• General objective (Goal): states what researchers expect
to achieve by the study in general terms.
• Specific objectives: smaller, logically connected parts of
general objective. They are the specific aspects of the
topic that we want to study within the framework of our
study
• Specific objectives should systematically address the
various aspects of the problem and the key factors that
are assumed to influence or cause the problem.
 Why research objectives?
• To Focus the study (narrowing it down to
essentials);
• To Avoid the collection of data which are not
strictly necessary for understanding and solving
the problem we have identified; and
• To Organize the study in clearly defined parts or
phases.
• Properly formulated, specific objectives will
facilitate the development of our research
methodology and will help to orient the
collection, analysis, interpretation and utilization
of data
 Research Objectives:
 Make sure that research objectives:
• Cover the different aspects of the problem and its
contributing factors in a coherent way and in a logical
sequence;
• Are clearly phrased in operational terms, specifying exactly
what you are going to do, where, and for what purpose;
• Are realistic considering local conditions; and
• Use action verbs that are specific enough to be evaluated.
• Examples of action verbs are: to determine, to compare, to
verify, to calculate, to describe, and to establish.
• Avoid the use of vague non-action verbs such as: to
appreciate, to understand, or to study.
 Examples of Objectives
• Main Objective (Goal)
– Assessment of the factors that affect customer loyalty
in banks
• Specific Objectives:
– To identify services offered to customers.
– To identify the strategies used to retain customers.
– To identify the factors that affect customer’s loyalty
– To examine relationship between the factors with
customer loyalty.
 Research Questions
• It is a direct rewording of the research objectives,
phrased interrogatively rather than declaratively
• Questions that are simple and direct invite an
answer and help to focus attention on the kinds of
data needed to provide that answer.
 Research Questions Examples…
• What services are offered to customers?
• What strategies are used to retain customers?
• What factors do affect customer’s loyalty
at ........?
• Is there a significant relatioship btween identified
factors with customer loyalty?
 DISCUSSION QUESTIONS
• Formulate a research topic that is interesting to you
• Formulate a research problem statement
• Formulate Research Objectives
• Formulate Research Questions